Protection and Connection

I’ve mentioned my love of Volkswagen adverts before on here but it’s fair to say that once again they have proved they know their market and get what it is to connect with an audience. On this occasion it’s about the role of a dad and their protective nature over their kids. Stand by with the tissues, it’s an emotional one.

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One Big Family

I first saw this advert a few weeks ago and half way through, was trying to work out what John Lewis, Waitrose or some other higher end brand was advertising? Was it summer food? Outdoor furniture? And then my jaw hits the floor. It’s KFC. Kentucky Fried Chicken. Now go back and read who I thought it was for? Really? KFC in the same bracket? Well, apparently so. It’s a really classy advert and a world away from their previous offerings which felt pitched somewhere between Aldi and Argos.

This really is such a move away from the pre-conceived ideas about the KFC brand. I look forward to see where Bartle Bogle Hegarty take us next.

So here it is, in all it’s Middle Class chicken glory. KFC – So Good

(Music is Temple Cloud – One Big Family)

Volkswagen Advert – The Force

I love Volkswagen’s advertising, they always seem to get it right. This latest one – The Force – is no different.

Great stuff.

My recent favourite has to be this one though

Love the soundtrack and the dance. Amazing.

Finally a couple of Golf adverts from the last few years with rather differing styles.

Nostalgia Marketing

Was prompted to write a post on Nostalgia Marketing after seeing RetroToGo‘s recent article on Fairy’s return to the old white bottle  to celebrate 50 years of squeaky clean plates and soft hands.

It really got me thinking about how many brands have revisited old packaging, adverts and slogans in the last couple of years. I have picked out a few, including my favourite of the bunch – Virgin Atlantic – below but feel free to add in any I have not included.

One I have left out is the Cadburys work (Gorilla/Airport/Wispa) in the last 2 years, which I happen to think was superb first time out but as soon as they re-edited the footage with a new soundtrack it just smacked of pure laziness and lost it’s edge.

What does it all mean for advertising creatives though? Have they dried up? Are they lazy? Are they merely following a trend? More importantly, does it work? Let me know your thoughts.

Fairy

Fairy Retro Poster

Fairy 50th Anniversary advertising

Virgin Atlantic

I simply adore this advert and this was a truly groundbreaking advert for me. Still makes me smile every time I see it.

Persil

M & S

And finally, the TV advert promoting guess what, TV advertising!

Thinkbox